# Max Gym — Project Instructions

**Note:** Max Gym is a premium fitness facility in Costa del Este, Panama City. Early-stage brand — soft-opened April 2025. No monthly cycles started yet. GoHighLevel subaccount is fully configured with artifacts, research, and screenshots documenting the setup process.

## Must-Read References
- `01_knowledge_base/00_Raw_Intelligence_Doc.html` — Comprehensive brand research, competitors, voice, target audience
- `01_knowledge_base/01_Genesis_Report.html` — Genesis report
- `01_knowledge_base/research-and-notes/MaxGym_Phase0_InputCollection.md` — Client input collection
- `MaxGym_marketing_brain.html` — Marketing brain (strategy, positioning, buyer psychology)
- `MaxGym_MasterStrategyDoc.html` — Master strategy document
- `04_hl_subaccount_config/` — Complete HL subaccount setup (15 artifacts, 6 research files, 44 screenshots)
- `02_brand_kit/` — Brand kit (4 logo files in logos/)

## Knowledgebase
- `01_knowledge_base/00-07.*` — Numbered research docs at root
- `01_knowledge_base/research-and-notes/` — Raw client materials (input collection, meeting notes/transcripts, WhatsApp messages docx)

## Brand Kit
- `02_brand_kit/logos/` — 4 logo files (Max_Gym_logo_black.svg, Max_Gym_logo_green.svg + PNG backgrounds)
- `02_brand_kit/product_visuals/` — Empty
- `02_brand_kit/partner_logos/` — Empty
- `02_brand_kit/print_collateral/` — Empty
- `02_brand_kit/design_sheets/` — Empty (pending SOP_Brand_Diagnostic)
- No brand guide exists — Phase 1 (Brand Guide) not yet completed

## GoHighLevel Subaccount
- `04_hl_subaccount_config/artifacts/` — 14 numbered config artifacts (strategy brief, bot pipeline, conversation flow, custom fields, AI agent, pipeline map, calendar, WhatsApp/email templates, workflows, tags, landing page, business profile, knowledgebase content)
- `04_hl_subaccount_config/research/` — 6 research files (strategy brief, conversation flow versions, config extract/artifacts, bot config package, team members)
- `04_hl_subaccount_config/screenshots/` — 44 screenshots across 8 phases (brand panel setup → automations → funnels)
- `04_hl_subaccount_config/assets/` — Brand kit preview + 4 logo files
- `04_hl_subaccount_config/Sprint_Dashboard.html` — Sprint dashboard

## Brand Voice
- **Tone:** Motivational, aspirational, inclusive. "Find Your Max" — self-actualization, not just fitness.
- **Language:** Spanish (primary), English (secondary — bilingual market).
- **Lead with:** serious training culture, premium equipment, value (premium at real-person price).
- **Avoid:** budget-gym positioning, influencer tone, luxury markup messaging.
- **Emotion:** Pride in training somewhere serious. Belonging among ambitious people.

## Brand Identity
- **Name:** Max Gym
- **URL:** https://maxgym.com.pa/
- **Location:** Plaza del Super 99, Nivel 1, Costa del Este, Panama City
- **Phone:** info@maxgym.com.pa
- **Soft opening:** April 7, 2025
- **Co-founder:** Angel Ameijeiras
- **Colors:** Black #000000, Green #87f24d / #2E7D32, Light Green #E8F5E9
- **Fonts:** Inter
- **Tagline:** "Encuentra tu max" / "Find Your Max"
- **Hours:** Mon–Fri 5am–12am | Sat–Sun 8am–4pm
- **Plans:** $58.85 (Rewards, 6-mo) to $69.55 (Estándar, month-to-month); MAX 360 bundle (PT + nutrition + physio)
- **Key Differentiators:** 19-hour daily access, premium equipment (third-party verified), parking included, InBody assessments, 60% cheaper than Bio Ritmo with comparable equipment
- **Competitors:** Smart Fit (~$20, mass-market), Power Club (~$120, established premium), Bio Ritmo (~$179, luxury), Orange Theory (~$100+ class packs), VFit (local, closes 9:30pm)
- **Instagram:** @maxgym_pa — 14K followers
- **Platform:** Minimal landing page (no pricing/scheduling online)

## Monthly Cycles
- No cycles exist yet — brand is pre-cycle. HL setup is the primary deliverable completed to date.